C2C交易中影响消费者信任的因素及应对策略

85Vol18No15200910JournalofGuangdongCollegeofFinanceandEconomicsOct12009:2009207214C2C(,510420):C2C,,,C2C,6:C2C;;:F724.6:A:167128208(2009)0520054205,,,200616.2%,2007,200613.3C2C,,10%?(Lee,Turban,2001),,?,?,C2CC2C,,,,C2C,C2CC2C()11,,,,(2005)(2007)21,,,453.,,()11,,,,,Gefen(2002)K.Marios(2004)21,,,,31Hoff2man(1999),,2004:61%,,()11,,,,21,,31()11,,,,C2C,,,21:,,,,,,,,,,,,,(Jonathan,Rob2ert,2005),55:C2C:,100%,,()11,,Shim(2001),Doney(1997),2004,90%21,Edatapower,76%Tan(1999),,()11,,,21,,31,,,,(),,,C2C,C2C,;C2C,,,()C2C,:11,,,,,21,3(2007),5,,31,,,,,,41,,,51C2C,,6520095,,,,61C2C,,,()11C2C,,,,,,21C2C,,,,,,,()11,,,,21:,,,,,,,,,C2C,,,,,()11,,,,,21,,,,,31C2C,C2C,,,,:,,,;,,41,75:C2C,,51,,,,,,,,,()11,,,,,,,21,,,,,C2C31,,,,,,C2CC2C6C2C,C2C,,,,,,,,,C2C,[1]HoffmanD.L.,NovakT.P.,PeraltaM..BuildingConsumerTrustOnline[J].CommunicationsoftheACM,1999(4).[2]JonathanTraupman,RobertWilensky.EM2trust:ARo2bustReputationAlgorithmforPeer2to2PeerMarketplaces[J].TechnicalReport,2005(7).[3]LeeMKO,TurbanE..ATrustmodelforConsumerInter2netShopping[J].InternationalJournalofElectronicCommerce,2001(1).[4]RidingsC.M.,GefenD.,ArinzeB..SomeAntecedentsandEffectsofTrustinVirtualCommunities[J].JournalofStrategicInformationSystems,2002(11).[5]ShimS.,EastlickM.A.,LotzS.L.,WarringtonP..AnOnlineRepurchaseIntentiontoResearch[J].JournalofRetailing,2001(77).[6]TanS.J..StrategiesofReducingConsumersRiskAver2sioninInternetShopping[J].JournalofConsumerMar2keting,1999(2).[7],.[J].,2007(3).[8],,.C2C[J].,2007(8).[9],.B2C[J].,2005(7).::8520095